Senior Demand Generation Manager

At F5, we strive to bring a better digital world to life. Our teams empower organizations across the globe to create, secure, and run applications that enhance how we experience our evolving digital world. We are passionate about cybersecurity, from protecting consumers from fraud to enabling companies to focus on innovation.  Everything we do centers around people. That means we obsess over how to make the lives of our customers, and their customers, better. And it means we prioritize a diverse F5 community where each individual can thrive. Position Summary: The Senior Manager, Paid Search (SEM) is responsible for leading the global paid search strategy and execution to drive pipeline, revenue, and customer acquisition. This role operates as a strategic owner of the paid search channel, translating business goals into actionable programs that deliver measurable impact across the customer journey. This position plays a critical role in F5’s holistic search program , partnering closely with SEO to create a unified, intent-driven approach to search that maximizes visibility, efficiency, and performance across both paid and organic channels. The individual will lead cross-functional alignment, manage agency partners, and ensure operational excellence while driving continuous optimization and innovation. Success in this role requires strong ownership, strategic thinking, data-driven decision-making, and the ability to communicate clearly and proactively with stakeholders. Primary Responsibilities:  Define and lead the global paid search strategy, ensuring alignment with business objectives, GTM priorities, and revenue goals Own end-to-end paid search performance, including pipeline contribution, conversion metrics, cost efficiency, opportunity identification, stakeholder alignment, and optimization Develop and manage campaign strategies across keywords, audiences, bidding models, and budget allocation Oversee campaign execution, ensuring accuracy, quality, and adherence to best practices across platforms and regions Monitor and analyze campaign performance, identifying trends and driving ongoing optimization based on data and insights Establish and manage forecasting, budget pacing, and performance expectations to maximize business impact Lead the development and execution of a structured testing roadmap across ad creative, landing pages, targeting, and bidding strategies Drive continuous improvement through performance testing and optimization Partner closely with SEO teams to deliver a unified holistic search strategy , aligning keyword strategy, content priorities, and performance measurement across channels Collaborate with Product Marketing, Content, Web, and Analytics teams to align messaging, landing pages, and conversion strategies to user intent Manage agency partners and ensure accountability for campaign execution, reporting, and performance outcomes Establish and maintain operational processes, including campaign governance, documentation, and workflow standards Provide regular reporting and insights to stakeholders, including weekly, monthly, and quarterly performance updates Clearly communicate strategy, performance, risks, and opportunities to cross-functional partners and leadership Drive prioritization of initiatives based on business impact, ensuring focus on high-value opportunities Identify operational or strategic gaps and independently drive solutions to improve performance and scalability The Job Description is intended to be a general representation of the responsibilities and requirements of the job.  However, the description may not be all-inclusive, and responsibilities and requirements are subject to change. Knowledge, Skills and Abilities:  Deep expertise in paid search strategy, campaign management, and optimization within platforms such as Google Ads Strong understanding of modern paid search capabilities, including automation, audience targeting, and value-based bidding approaches Ability to translate business goals into data-driven marketing strategies and execution plans Strong analytical and problem-solving skills, with the ability to interpret performance data and drive actionable insights Experience working with analytics tools such as Adobe Analytics, Google Analytics, Tableau, or similar platforms Proven ability to operate with a high degree of ownership and accountability, driving initiatives forward independently Strong prioritization skills, with the ability to manage multiple priorities in a fast-paced, dynamic environment Excellent written and verbal communication skills, with the ability to present complex information clearly and effectively Ability to communicate proactively with stakeholders, providing transparency into performance and progress Strong collaboration and relationship-building skills, with experience working across cross-functional teams including SEO, Product Marketing, and Web teams Understanding of full-funnel marketing strategies and multi-channel attribution High attention to detail and commitment to operational excellence, including campaign QA and governance Key Success Factors: Demonstrates clear ownership of the paid search strategy and roadmap Maintains strong visibility into performance with proactive stakeholder communication Effectively prioritizes high-impact initiatives that drive pipeline and efficiency Drives alignment between paid and organic search to improve overall search performance Qualifications: 8+ years of experience in paid search, SEM, or performance marketing (B2B preferred) Proven track record of owning and scaling paid search programs that drive measurable business impact Experience managing global or multi-region campaigns and budgets Strong experience with analytics and reporting tools (Adobe Analytics, Google Analytics, Tableau, etc.) Experience integrating paid media with CRM and marketing automation systems for closed-loop measurement